Giant Slaying:
Launch a B2C cooler brand online, with a 6-week delivery time, in a market dominated by Yeti.
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Challenge
Does the world need another high-performance, $300 cooler? Perhaps. But, only if there is a story to tell and it’s told correctly.
Our challenge was to reposition and launch the new $300 high-performance Rugged Road cooler, online only, with a 6-week delivery time, in a market dominated by Yeti and more than 20 other premium brands, that all have both immediate retail and online sales fulfillment.
Brand Positioning
We worked closely with Rugged Road to bring their “Pack Light” brand positioning to life.
We helped name and trademark their proprietary technologies (Rigorite™ and Fridgite™ ) and differentiate Rugged Road from roto-molded, plastic coolers—it is “The High-Performance Cooler Reinvented.”
To compellingly communicate Rugged Road’s key benefit—the lightest high performance cooler—we featured a unique, interactive demonstration that allowed prospects to select a Yeti cooler or one of several other items that are all surprisingly much heavier than a Rugged Road cooler.
MEDIA STRATEGY
We worked closely with Rugged Road to ingest and analyze the past data including purchase data by demo and geo, site visitor data, cart data, media performance and conversion data throughout the funnel.
We developed a Brand Development Index to identify geos down to the zip code level, with the highest opportunity for total sales, average ticket and quantity of coolers.
Based on the data and analysis, we launched and optimized a full-funnel campaign from prospecting to lead nurturing to loyalty.